“Pricing is crucial to success — knowing how to price your merchandise so that you make an adequate profit. Most people starting out under-price their products. Why? Because they price them out on the basis of labor costs and what the components cost, and don’t go by the perceived value of the product.” — Noel Zeller, founder of Zelco

“Personal note to those who run their own businesses: If you only reap one reward — the one that goes to the bank — you’re underpaid.” — John Cassidy, Klutz founder and current creative head

“If you know you’re out-resourced by your much larger competitors, you have to choose to compete in ways they cannot and will not.” — Tony Shurman, creator of Momints

has written for gourmet, national geographic traveler, and the new york times, and is a regular contributor to inc. magazine.